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New specialty lines bring colour and diversity to U.S. produce aisles
VU | Fairfruit Group
A regenerative agriculture pioneer is expanding its U.S. reach with a wider range of ethically sourced specialty vegetables from Latin America, aiming to deliver consistent, sustainable, and high-quality produce year-round.
FairFruit, a global advocate for regenerative agriculture, has announced its strategic expansion in the United States, aiming to become a trusted year-round supplier of specialty vegetables sourced ethically from Guatemala and Peru.
After two decades of preparation and gradual market entry, the company plans to broaden its U.S. portfolio beyond its well-known snow peas and sugar snap peas to include French beans, baby carrots, English peas, and butternut squash. New additions such as rainbow carrots and broccolini are also on the horizon.
According to the company’s U.S. leadership, FairFruit’s growth reflects increasing demand for sustainable, high-quality produce and the brand’s reputation for reliable supply. The company emphasises its commitment to delivering fresh, safe, and fairly produced vegetables while simplifying procurement for customers through consistent quality and efficient logistics.
FairFruit’s philosophy centres on sourcing with integrity. The group maintains long-term partnerships with Guatemalan and Peruvian farmers who adopt regenerative practices that enrich soils, preserve biodiversity, and mitigate climate impact. The company also ensures fair pricing, dignified working conditions, and economic opportunities for local communities.
All products undergo rigorous quality control and are certified to meet international standards. Retailers can receive produce in private-label packaging, helping reduce costs and streamline operations.
The company’s broader mission is to redefine modern agriculture by promoting regeneration over extraction. Its upcoming sustainability report will detail measurable progress under the brand’s “Soul Story” framework, which outlines FairFruit’s environmental and social goals.
To reinforce its U.S. market presence, FairFruit will exhibit at the Global Produce & Floral Show 2025 in Anaheim, California (16–18 October), where visitors can meet its core U.S. and Latin American team.
About FairFruit
Founded in 2003 and based in Belgium, FairFruit specialises in sustainable production and export of specialty vegetables and exotic fruits from Guatemala and Peru. The company forms part of Durabilis, a global collective of businesses committed to ethical food systems and regenerative agriculture.
Buyers and retailers interested in year-round, responsibly sourced specialty vegetables are invited to get in touch with our team for a free consultation.
